Report Analysis Project for Cathay Pacific Airways essay

Cathay Pacific Airways is one of the largest carriers in the world. At the moment, the company operates internationally and diversifies its business entering new industries related to the airline industry. However, the tight competition and the persisting dependence of the company on the situation in the airline industry forces Cathay Airline to enhance its business development. In this regard, the company should consider alternative marketing strategies, such as the expansion of its operations and entering the low cost segment of the market that can attract new customers and enhance the competitive position of the company consistently as well as to increase its market share.

Based in Hong Kong, the company operates internationally and has reached a tremendous success due to the aggressive market expansion policy. At the same time, it is worth mentioning the fact that the company started as the English airline, which later underwent the complex procedure of identification as an independent Asian company that has its authentic brand and public image. Today, the company is a reputable airline providing its cargo and passenger transportation service worldwide.

However, Cathay Pacific Airways still faces the problem of the tight competition which forces the company to keep progressing and enhancing its position in the market. In this regard, the marketing strategy of the company plays an important part because it affects the competitive position of the company in the market and determines its further business development because all decisions taken by the company aim at the fulfillment of its strategic goals. In actuality, the company tends to the diversification and entering diverse industries related to their airline industry. In such a way, the company becomes more flexible and less vulnerable to the negative impact of fluctuations and crises in the aviation industry. However, such a strategy still needs improvements because Cathay Pacific Airways operates in the airline or related industries and therefore is still highly dependent on the situation in the airline market. Therefore, the marketing strategy of the company should focus on the enhancement of the position of Cathay in the airline industry.